Just as online music service Beats Music is nearing its launch in the U.S., older rival Spotify is busy adding extras to its own offering–including merchandise.

Artists can now sign up to list merchandise for sale on the music-streaming site–things like T-shirts, vinyl and posters, the company said in a blog post Monday. Spotify has teamed up with marketing software provider Topspin to provide the free service, which it hopes will add value for its users as well as additional revenue for the artists, it said. To begin with, users in nine countries, including the U.S., U.K. and Sweden, will be able to access the merchandise, it said.

It’s the latest in a string of announcements from the Anglo-Swedish company as it strives to lure more listeners and keep its existing users. With around 26 million active users in 55 markets–of those, some six million paying users–Spotify is one of the world’s biggest providers of streamed music. But the market is a crowded one, with some other big, established names–including Pandora and Apple Inc.’s iTunes.

There’s also competition from upstarts like Beats Music, owned by Beats Electronics LLC – the luxury headphone company founded by rapper Dr. Dre and music mogul Jimmy Iovine. It’s set to launch its service this month, aiming at the U.S. market.